Marketing solutions to attract domestic tourists of Trung Thanh Transport Tourism Service Joint Stock Company

different classifications, suitable to the actual conditions of tourism activities of that country. The criteria used for classification include:

Classified by economic form and form of property ownership: state-owned travel businesses invested by the state and private travel businesses (joint stock companies, limited liability companies, joint venture companies, companies with 100% foreign capital).

According to the main products of travel businesses: intermediary service businesses, full-service businesses

Maybe you are interested!

According to the main scope of activities of travel businesses: international travel businesses, domestic travel businesses.

According to the scale of operation of the travel business: large, medium and small businesses.

According to the relationship of travel agencies with tourists: travel agencies sending tourists, travel agencies receiving tourists and combined travel agencies (both sending and receiving tourists).

According to the regulations of tourism management agencies: regulations of each country.

- According to the 2005 tourism law, travel businesses are divided into two types: domestic travel businesses and international travel businesses.

International travel agencies: are responsible for building and selling package or partial programs according to customers' requests to directly attract customers to Vietnam and bring Vietnamese citizens and foreigners residing in Vietnam to travel abroad.

Domestic travel agency: responsible for building, selling and organizing domestic tourism programs.

1.3.2. Product system of travel business

A tourism product is a combination of a specific and a non-specific good to provide tourists with complete tourism concepts and satisfaction.

1.3.2.1. Intermediary services

Intermediary services are individual services. These are the types of services in which travel agencies act as intermediaries to introduce and sell products to tourism product suppliers to receive commissions.

Services include:

- Transportation services (registration, booking, ticket sales, vehicle rental…)

- Accommodation and food services.

- Registration, booking and sale of tourism programs.

- Insurance brokerage and sales services.

- Route design consulting service.

- Ticket sales service for performing arts, sightseeing, sports competitions and other events.

- Other intermediary brokerage services…

1.3.2.2. Tour program

Tour programs are the main and typical products of travel businesses. Travel businesses combine the products of individual suppliers into a complete product and sell it to tourists at a combined price.

1.3.2.3. Other synthetic products

- MICE tourism

- Study abroad program

- Organize major cultural, social, economic and sports events.

- For large travel businesses, they operate in most tourism-related fields such as: restaurants, hotels, transportation services, banking, etc.

1.4 . Concept of marketing and tourism marketing

1.4.1. Marketing concept

Marketing is not just a function in business activities, it is a philosophy that guides the entire business activities in discovering, responding to and satisfying the needs of customers. Here I would like to present some

Basic definitions commonly used in the present stage:

- According to Phillip Kotler, Marketing is working with the market to carry out exchanges with the aim of satisfying human needs and desires. Marketing can also be understood as a form of human activity (including organizations) to satisfy human needs and desires through exchange."

- According to the American Marketing Association (AMA), "Marketing is considered an organizational function and a process that includes creating, communicating, delivering values to customers and managing customer relationships in different ways to bring benefits to the organization and its related members."

1.4.2 . Tourism marketing

Tourism industry with its own unique characteristics, tourism marketing is defined in the most appropriate way:

- According to the World Tourism Organization (UNWTO): tourism marketing is a management philosophy that through research, forecasting and selection based on the needs of tourists. It can bring products to the market in a way that suits the organization's purpose of making the most profit.

- According to Dr. A. Morrison, Marketing is a continuous, sequential process through which hotel and travel businesses plan, research, implement, control and evaluate activities to satisfy the needs and desires of customers and the company's goals.

To define tourism marketing we rely on the following 6 principles:

 Satisfying customer needs and desires: the basic focus of marketing is to focus on customer needs and then find every way to satisfy them.

 The continuous nature of marketing: marketing is a long-term, continuous management activity, not a one-time decision.

 Continuity in marketing: marketing is a multi-step process.

successively

 Marketing research plays a key role: attach importance to collecting information and conducting marketing research to grasp the needs and desires of tourists, the actions of competitors, and other relevant parties to ensure effective marketing activities.

 Interdependence between travel agencies and hotels: travel agencies and hotels need to cooperate with each other in marketing activities.

 A deep commitment of many departments within the company

 Differences between marketing and tourism marketing

Services in the travel business have differences that other service industries do not have. There are eight specific differences:

 Shorter customer contact time with services: For goods and many other services, customers can contact and use them weekly, monthly and yearly. However, the time customers contact with travel services is shorter due to the intangibility of travel services.

 Buying appeal is more based on emotional aspects: customers buy products because they will perform a specific function for them. For travel services, this emotional attachment occurs more often than for other services, affecting later behavior.

 Pay more attention to managing physical evidence. Physical evidence in the tourism industry includes: traditional prices and word-of-mouth information from customers. Due to the intangible nature of tourism products, the above tangible evidence becomes extremely important.

 Emphasize the image and scale of the tourist destination because customers often buy based on emotional factors.

 More diverse and multiple distribution channels. Furthermore, intermediaries in the industry greatly influence customers' purchasing decisions. They are considered as experts in sales.

 Greater dependence on supporting organizations. The nature of the tourism product is a composite product, one organizer, one supplier cannot

meet the needs of customers, tourists evaluate the overall quality of the product shown through the organizations, related units. If there is a stage with poor quality, it will affect all the remaining stages.

 Due to the simultaneous nature of production and consumption of tourism products, services in the industry are easily copied. This is a very difficult challenge for businesses that want to differentiate their services to increase competitiveness.

 Tourism products are often seasonal, so promotions during peak periods are very important. At this time, market demand increases, customers invest time to prepare, this is the best time to promote a product or service. Moreover, tourism production capacity is often fixed and products and services cannot be stored and sold later.

Marketing activities in the tourism industry have their own characteristics compared to marketing in the goods business, requiring separate approaches in the hotel industry.

2. Factors influencing and the decision-making process of customers to purchase travel programs

2.1. Characteristics of customers in the travel business

- Tourists' travel purposes. The routes included in the program must serve the tourists' travel purposes,

Depending on different purposes, tourists go to different places. Tourists who travel for the purpose of rest and medical treatment often go to eco-tourism destinations with fresh air, tourists who travel to visit their roots often go to historical and cultural relics with significance...

- Psychological characteristics of tourists

It depends on age and gender. Young people often like adventurous and fun tours, while the elderly go to familiar places with high safety.

- Payment ability and spending ability of tourists in tourism. Tourists with high payment ability are often tourists with quality requirements.

high tour service volume, MICE tourists. Nowadays there are many tours for all classes with diverse payment capabilities, tourists are workers, students, students with lower payment capabilities.

- Economic, social characteristics and consumer habits of tourists

People in developed countries have developed economies and high incomes. The habit of traveling is also greater than in developing countries. They are people who travel more and have more spending power on travel. People in urban areas travel more than those in rural areas.

- Time spent on travel criteria

One important factor in generating travel demand is free time. Having more free time means traveling more.

- Travel frequency, average time for a trip, favorite travel routes.

How many times do tourists travel per year, how much time do they spend traveling, one day or many days. Where do tourists usually go?

- Characteristics when traveling

- Access to information and experience when traveling

2.2. Factors affecting customer purchasing behavior in the travel business

2.2.1. Cultural factors

Culture is often defined as a system of values, beliefs, traditions and behavioral norms. The basics of values, perceptions, preferences, styles, habits, and consumer behavior all contain cultural elements. Ethnic origin, race, ethnicity, beliefs, natural environment, and people's way of making a living affect tourists' tourism consumption behavior. In addition, they are in a high or low social status, which social class they belong to. Marketing-mix policies are also outlined separately for each different social class.

Culture is the most fundamental factor of human wants and behavior. The perception of culture greatly affects the decision to buy services because it affects the motivations, perceptions and lifestyles.

living. A culture has smaller branches that make up its identity. Subcultures include ethnicities, religions, racial groups, and geographic regions.

Human societies are almost all stratified. Each social class is a relatively stable and quite homogeneous part. Individuals can move from one social class to another. Social classes have different interests. Marketers need to grasp the characteristics of culture (with subcultures), social classes to come up with appropriate policies to attract tourists.

2.2.2. Social factors

Social factors include reference groups, family, and roles and statuses within each society.

Reference groups: each person's behavior is influenced by many reference groups, including direct influence groups and indirect influence groups. Reference groups can influence customers in three ways:

Expose individuals to new things Influence and bring members into groups

Put pressure on people to conform

The extent of influence of a reference group depends on the degree of closeness between group members.

Opinion leader

They are the ones who intentionally or unintentionally create new consumer trends. They are the pioneers in using new services and tours. Their influence is very important in attracting others, so we need to try to detect and attract them and the services for them must be flawless.

Family

Family members are the most influential group in customer relations. The level of influence depends on many factors such as nationality, social class, etc.

Role and status

Each person participates in different social groups. In each different role and status, they have different influences on group members. The information they provide to group members has a significant influence. When purchasing services, customers often rely on social information "word of mouth".

2.2.3. Personal factors

Age and life cycle

Customers buy products and services at different stages of their lives. Life circumstances are always changing and these changes affect the buying behavior of customers.

When single: usually self-directed, enjoys having fun, shopping, traveling, and has little financial burden.

- Newly married, no children: high purchasing rate, likes to travel

- Families with children under 6 years old: need to save money, have little opportunity to rest and travel.

- Complete family, children are grown, parents live with children: difficult to be influenced by advertising, often travel by car,

- Children living separately from parents: like to travel for long periods of time, often buy expensive trips and things. Good income.

- Families with only one working person: buy less goods and services

- Family with only one retired person: need health security services

strong.

Occupation: each person's occupation affects buying behavior.

their. People with high incomes often consume expensive, high-quality goods and services, and people with low incomes buy goods and services that are appropriate to their income. Depending on the occupation, the need to buy services and programs is different.

Economic circumstances: including personal income, savings, debt status… Tourism products are very sensitive to income. When the economy changes, the product’s pricing policy must change accordingly.

Lifestyle: A person's lifestyle is expressed through his or her activities, interests, and opinions. Marketers must find the connection between